MUMBAI: Crowdsourcing giant, Talenthouse India, a part of Reliance Entertainment, conceptualizedthe ‘My Nation My Anthem’ campaign with a vision to create the youth’s interpretation of the Rabindranath Tagore’s iconic Jana Gana Mana. The three month long campaign, which commenced on the 26t January 2013 to commemorate India’s Republic Day connected with over 10 million Indians.
With an objective to recreate the national anthem that the country’s youth could identify with, the campaign strategically used major online social networking sites like Facebook, TwitterYouTube,etc.to reach out to this vital target audience. Offering an opportunity to budding artists across creative genres such as music and filmmaking, My Nation My Anthem received more than 400 interpretations of the National Anthem.
Using Bollywood’s influence on the youth, Talenthouse India roped in Bollywood ace director and maker of box office super hit Vicky Donor, Shoojit Sircar to supervise the winning artistand help them produce content that is on par with industry standards.The campaign gained huge momentum with the support of superstar Akshay Kumar, who was present to witness the unveiling of the winning entries and felicitate the winners.
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Engaging with the consumers, Talenthouse partnered with PVR Cinemas, India’s leading multiplex chain to screen the winning entry across their cinemas and Worldoo.com, a first of its kind online ecosystem for kids.
Talenthouse created two unique versions of the National Anthem one capturing the reverence Indians have for the anthem while going about their daily lives and the other with kids dressed up as our famous freedom fighters.
Announcing the campaign, actor, Akshay Kumar said, “My clear favorite is the National Anthem film featuring kids, as I liked the concept of forgotten heroes brought to life by little children.”
Shoojit Sircar of Rising Sun Films said, “My Nation My Anthem has stayed true to its promise to evoke patriotism within us towards our country and fellow Indians. It was an overwhelming experience to see young talent across India working together to create something so powerful. There are no boundaries when it comes to creativity and that is very evident how these young winners have established something with the resources provided to them”
Talking about the success of My Nation My Anthem, Arun Mehra, CEO, Talenthouse India said, “Talenthouse has always believed that with the right opportunities, India can produce great talent. At Talenthouse, we conceptualized My Nation My Anthem to give the youth of India a voice and a platform to express their interpretation of the National Anthem.By reaching out to more 10 million through the social media, we succeeded in creating a version of the national anthem that is moving and true to the youth.”
Elaborating on the success of the campaign Ventes Dundh entrepreneur Niloufer Dundh who was instrumental in the Worldoo association said, “Digital media has immense reach and power. The success of this campaign displays this power. Strategic use of various online networking sites and a holistic marketing campaign is an essential element to every successful campaign. Talenthouse India has been cautious in implementation of its strategies and will continue to excel with some exciting campaigns in the future.”
Focus Circle Group MD Monish Ghatalia said,“worldoo.com is all about kids – their likes, their heroes and their unique forms of expressions. Thus the association with the Crowdsourced kids National Anthem was seamless. This generation spends a lot of their time online. Hence we are supporting this initiative by showcasing kid’s National Anthem on www.worldoo.com/anthem. My Nation My Anthem initiative gave us an opportunity to stay committed to our brand promises of offering something new, always.”
